VICTOR VASARELY (1908-1997) MODIANO. 1933.
49 1/4x37 inches, 125x94 cm. Athenaeum, Budapest.
Condition B+: repaired tears and restoration at edges and along horizontal fold; creases and minor abrasions in margins and image; light staining in upper left margin. Paper.
Saul David Modiano, a Jewish businessman born in Greece, opened his first rolling paper factory in Trieste in 1868. After the First World War, he opened another factory in Hungary and soon became the leader in the market. Very particular about his advertising, Modiano employed many of the best artists, such as Róbert Berény, Aladar Richter, Seneca, Franz Lenhart and Sándor Bortnyik, to create strong and stylish Modernist posters. (Interestingly, In 1884, capitalizing on its flair for graphic design, the company also began to manufacture playing cards). In the late 1920s, Hungarian-born Gyozo Vásárhelyi became a student of Bortnyik at his graphic design school "Muhely," the Budapest-based Bauhaus center. Vásárhelyi's early career as a commercial artist included several posters and magazine covers, which were defined by their strong Modernist influences. The artist moved to Paris in 1930 and changed his name to Victor Vasarely, but as seen here, he kept his commercial contacts back home, where he continued to produce work under his original name. This is the first time this rare poster has come up for auction.